Browsing IC² Publications by Subject "marketing"

Now showing items 1-3 of 3

  • Application Driven Theory: Rigorously Combining Applied and Basic Research Relevant to Accounting and Marketing 

    Golden, Linda L.; Cooper, William W.; Brockett, Patrick L. (Journal of Accounting & Marketing, 2012-01)
    In this editorial, the authors argue that accounting and marketing research can be both practically relevant and theoretically well-grounded, if a paradigm of application driven theory is adopted and rigorously applied. ...

  • Committed Costs vs. Uncertainty in New Product Development 

    Phillips, Fred Y.; Srivastava, R. (IC² Institute, 1993-01)
    Discusses the nature of committed and determined costs in a new product development project, and quantifies their relationship to project uncertainty. Introduces the concept of product, process, schedule and market (PPSM) ...

  • Marketing’s War on Japanese Culture Memory 

    Lamont, Douglas (IC² Institute, 1998-10-08)
    Describes research showing how American brands come to dominate similar market segments in developed and emerging countries. Discusses recent evidence suggesting that product standardization and promotion adaptation, rather ...